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View all New York Times newsletters. In the new commercials, the announcer is heard sparingly — and in one spot, he is not heard at all. The celebrities do most if not all the talking, describing how Proactiv helps treat and prevent acne.

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The magazine ads present oversize, close-up photos of the celebrities. In one, Ms. As for the test orientation of Guthy-Renker, Mr. Lieberman joked that when the company began working with Eleven, Mr. Eleven was responsible for all the elements of the new campaign except the television commercials, which were handled by Lieberman Productions.

The print ads will also run, Mr. Price said, in magazines like Allure, Glamour, Self and Vogue. The online ads are to appear on Web sites like aol. The experiment with traditional ads will be evaluated, Mr.

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Renker said, on criteria like brand recognition and awareness as well as on sales through the Proactiv Web site proactiv. Tell us what you think. Please upgrade your browser. See next articles.

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You will receive emails containing news content , updates and promotions from The New York Times. In , Consumer Reports compared Proactiv 2. Benzoyl peroxide can have a drying effect on the skin, can cause erythema redness and fine scaling, though these effects are usually mild, and can increase sensitivity to sunlight. One in may experience allergic contact dermatitis.

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It is categorized as a pregnancy category C agent, "suggesting that its use in pregnancy may not be prudent," according to a literature review in the Journal of Clinical and Aesthetic Dermatology. Consumers were advised to stop using the products if they experience hives or itching, and to seek emergency medical attention if they feel faint, or experience throat tightness, breathing problems, or swelling of the eyes, face, lips or tongue.

The FDA noted that it remains unclear whether the reactions are caused by the active ingredients, inactive ingredients or a combination. Proactiv is marketed and distributed by Guthy-Renker, and is responsible for about half the company's revenue. The product is available in some stores, including Boots in the UK, [30] and in kiosks and vending machines known as ZoomShops in malls and airports through a partnership between American Kiosk Management and Guthy-Renker.

Guthy-Renker sells Proactiv as part of a continuity program , also known as a negative-option offer , whereby customers are sent repeat orders until they cancel. Customers have complained that they have created subscriptions inadvertently and found them difficult to cancel. According to the New York Times , until Proactiv infomercials were "fast-talking" and "hard-selling"; an announcer repeatedly advised viewers to "call now," and offered faster shipping if the order was placed within three minutes.

As infomercials became less popular, Proactiv sales stalled. A viewer complained that the celebrities were likely to have used the US version of Proactiv, which differs from the UK version. According to the ASA, the celebrities had signed statements saying they had used the UK version for a few weeks one to three years earlier, but the advertisements gave the appearance that they had continued to benefit from it, so the viewer's complaint was upheld. Rob Walker June 12, From Wikipedia, the free encyclopedia. Any strength can be used initially, although it may be more prudent to start with a lower concentration; stronger preparations are more irritating and not necessarily more effective.

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Graber Journal of Clinical and Aesthetic Dermatology , : "Since the s, BP [benzoyl peroxide] has been a popular choice for the treatment of AV [acne vulgaris] due to its keratolytic , moderate comedolytic, and antibacterial properties, which include the reduction of Cutibacterium acnes and Staphylococcus aureus on skin. A minority of the population treated with BP for AV will experience true allergic contact dermatitis Retrieved April 11, Unblemished , Simon and Schuster, pp.

DailyMed , National Institutes of Health. Journal of Clinical and Aesthetic Dermatology.

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